What Should You Do To Avoid Schema Markup Penalty?

In the 307th episode of Semantic Mastery’s weekly Hump Day Hangouts, one participant asked what should one do to avoid schema markup penalty.

The exact question was:

Question for Bradley… In the past you mentioned getting penalized by spamming your schema. I think my seo guy may be spamming my schema. Can you explain what you were doing exactly that got you a penalty so the rest of us will avoid that. Please?

Source: Semantic Mastery
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